Walkers’ 'surprising' new campaign highlights sub-100 cal family favourites

This August, Walkers is returning to screens with a heavyweight marketing campaign across multiple platforms, pleasantly surprising consumers that Walkers Family snacks multipacks – Wotsits, Quavers, French Fries, Squares and now Monster Munch – are less than 100 calories per pack. A refreshed tongue-in-cheek TV ad shows consumers who are surprised and delighted when they find out.

A multi-channel approach across shopper, digital, OOH and social will be in conjunction with the TV campaign, as well as influencer activity with the popular comedian, Arron Crascall. Alongside this, Walkers is planning a social media competition where consumers will have the chance to win £1,000 when they send in their best surprised face!

“We are thrilled to be supporting our snacks portfolio for a second year running to build further awareness that our multi-packs are 100 calories or less per pack!" said Katherine Cook, Marketing Manager for Walkers Snacks at PepsiCo. "Plus, we are pleased to bring 45-year-old family favourite, Monster Munch, known for its punchy flavours, into the activation as our hero brand this year.”

The 2022 campaign reinforces Walkers’ ambition for 50 per cent of its snack sales to come from products classified as non-HFSS, or from products sold in portions of 100 calories or less by 2025. This year’s media activity follows the success of the 2021 "100 calories or less" campaign, which saw Walkers Top Five family snacks six-pack multipacks grow +eight per cent during the campaign period versus the prior year.

“More permissible choices are a key purchase driver for families when considering snacks,” Cook said. “However, 69 per cent of UK consumers are still not aware that Walkers’ current portfolio of multipack snacks contain 100 calories or less per pack. We want to change this narrative by shining a light on our family snacks multipack range – which spans Wotsits, Quavers, Squares, French Fries and now Monster Munch.”

The campaign will run from 15 August to 9 October, and the Walkers family snack multipacks range is available in grocery, wholesale, and convenience channels.